Proyecto final de Grado: Fidelización de consumidores en un contexto impersonal
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2006
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"Con este trabajo se busca demostrar la eficacia y eficiencia de una herramienta de fidelización de consumidores en un contexto impersonal, como lo son las tiendas de alto tráfico, que construya el negocio de productos de consumo masivo.
A partir del estudio de lo que hay hoy en día en el mercado argentino en términos de actividades en tiendas, así como la calificación de un plan para una dada categoría, poniendo a prueba el paradigma de que no es posible conectarse con los compradores en las tiendas mismas, es posible diseñar un programa aplicable a otras industrias de productos de consumo masivo siempre que se cumplan una serie de requerimientos
relacionados tanto con las características de los productos como con la perspectiva financiera que presente."
"The purpose of this research has been to create an efficient and effective loyalty tool to be used in highly impersonal atmospheres like high traffic stores to build business for massive products. Starting out with what we have today in the Argentinean market in terms of in-store promotional activities, followed by a given category plan qualification, questioning the belief that it is not possible to connect to shoppers at high traffic stores, the possibility of designing a plan arises; a plan that can be used by any massive products industry as long as they comply with a given set of requirements related not only to product characteristics but also to the given financial perspective."
"The purpose of this research has been to create an efficient and effective loyalty tool to be used in highly impersonal atmospheres like high traffic stores to build business for massive products. Starting out with what we have today in the Argentinean market in terms of in-store promotional activities, followed by a given category plan qualification, questioning the belief that it is not possible to connect to shoppers at high traffic stores, the possibility of designing a plan arises; a plan that can be used by any massive products industry as long as they comply with a given set of requirements related not only to product characteristics but also to the given financial perspective."